Social media platforms can be great digital selling tools. The online presence of a B2B business now has a great deal of influence on their success. These social networks can be used to build relationships and raise brand awareness with prospects and customers.
LinkedIn, Twitter, and Facebook are the most popular social media platforms that are used by B2B businesses during their buying and selling journeys. I have previously discussed why LinkedIn is an essential digital selling tool. While LinkedIn is considered to be the professional social platform, Twitter is a great network for building a rapport with prospects and showcasing your brand’s value message.
First things first: the profile
Your Twitter profile is the fundamental component determining your success on the Twittersphere. Unless your profile professionally portrays your value message, fellow tweeters will have no interest in following you or hearing what you have to say tweet. Twitter is saturated with professionals trying to highlight their message, and unless you put in the initial effort to build a professional profile you will fall through the cracks.
Your username or handle should portray your business. The best approach is to use the name of your business for both the username and the Twitter handle. Your Twitter handle may be up to 15 characters long and your username up to 50 characters long. Although Twitter allows up to 50 characters, keeping your username short and memorable will help to keep your Twitter profile easily recognizable to interested prospects.
Twitter allows you up to 160 characters to portray your persona in the bio section of your profile. This bio appears directly below your profile picture. It should give a brief overview of your business and the value that it can bring to customers. Be sure to include a link to your website and LinkedIn profile. This provides prospects with the opportunity to connect with you and your business using other platforms.
Twitter, much like other social networks, provides you with two opportunities to visually portray your brand: your profile picture and your header image.
The profile image dimensions afforded by Twitter are 400×400 pixels. The type of image that you use for your profile picture is dependent on whether you are creating a personal, professional Twitter page, or a Twitter profile for your business.
If you are creating a personal account you should use a professional yet approachable image of yourself. Remember, you are aiming to portray the human behind the keyboard and this approach can help you to build trust with followers.
When creating a Twitter profile for your business you should use your brand’s logo as the profile picture. This helps to promote your brand and increase the affiliation between your logo and company name.
The header image is an opportunity for you to visually display your business and its value message. Choose a display that appropriately portrays your business along with promoting your product or service. The recommended image dimensions for a Twitter header image are 1500×500 pixels.
Pin it down
Twitter allows its users to pin a tweet to the top of their profile feed. Pinned tweets are a great way to promote a particular tweet that you have written. This tweet can be one that you feel greatly portrays your brand’s value message. It is also often used to promote a new product or service, or an upcoming event.
Let’s get Tweeting
These guidelines can help you to successfully optimize your Twitter account and develop it into an effective digital selling tool.
So, now what?
Twitter is a great resource for sharing content. Ensure that the social media share buttons, in this case, the Twitter share button, is easily accessible on each page that your content is published. Easily accessible share buttons greater encourages your audience to share your content.
Use your Twitter account to share your content on a regular basis. Share the original link to your content via a Tweet and use the appropriate hashtags relating to the topic of the content. These hashtags widen the scope of the potential audience that may find your content during the research phase of their buyer journey.
Use your Twitter account to promote the events that your business is hosting or attending. This can promote the event while also drawing the interest of other industry leaders to attend. It is also a great way to connect with other attendees before the event takes place.
Engaging with others in your industry prior to attending the event can turn it into an opportunity to speak face-to-face with potential customers. Gaining knowledge of who will be attending the event beforehand can help you to build a conversation pertaining to their interests. This can ensure that you make the most of your one-on-one encounter.
Twitter is also a great tool when promoting webinars and conferences that your business or a business representative may be involved with.
Gain a competitive edge
Twitter can be a great lead generation tool for B2B digital selling companies. It can be used to keep up-to-date with fellow industry experts and gather information about prospects.
Information gathered using Twitter can help you to develop buyer personas and, in turn, tailor your content and email marketing strategies. Sales and marketing strategies driven by digital data can increase the effectiveness of your campaigns and greatly optimize your lead generation efforts.
Twitter can be used to keep an eye on your competitors. Twitter allows customers to communicate with businesses. This communication often pertains to their good and bad experiences with the company. Keeping an eye on your competitors’ customer interactions can provide you with a competitive edge.
The good reviews provide you with an indication of what your competitors’ successes. Are you able to provide your customers with a similar experience provided by your competitors? The bad reviews highlight your competitors’ downfalls. Can you provide these customers with a better alternative?
Follow the hashtag
Businesses and professionals in your industry are also using hashtags to get their content seen by the relevant people. Use these hashtags to find these businesses and professionals and connect with them. These are all prospects that could be turned into potential customers.
Monitor their activity and the profiles that they are following or retweeting. Connecting with these profiles can increase your list of prospects even further.
Engage with prospects
Retweeting and ‘liking’ your prospects’ tweets can introduce your business into their newsfeed and notifications. It is a great way to gain followers with similar interests and to initiate engagement.
Comment on their activity and encourage your audience to do the same. Signing off your tweets with call-to-actions that encourage your audience to share their experience can get conversations started with prospects.